Papa John’s also announced a share buyback program of $500 million, or 19% of outstanding PZZA shares. The restaurant’s online business is becoming more prominent as well with 60% of its sales coming from orders made through its website.

“We have to step up and act like an e-commerce company and advertise like an e-commerce company,” Papa John’s chief marketing officer Brandon Rhoten told analysts.

Rhoten added that the company’s marketing spending will be more focused towards campaigns that actually pay dividends, including digital sales.

“The wonderful thing about 2017 is the media landscape is so broad and so diverse,” he added. It’s important for Papa John’s to know how much it’s getting back for every dollar they put in, Rhoten included.